Figure 15.3 A Model of Consumer Decision Making
A model of consumer decision making (after p. 18 and
1. Need recognition
3. Evaluation of
Chapter 14 Consumers and the Diffusion of
Diffusion of Innovations process concerned with the
spread of a new product (an innovation) is spread
from its source to the consuming public. (p.432)
Dumb native theory ?
What constitutes an innovatio
Chapter 10 The Family and Its Social Class Standing
The Family Life Cycle (p. 314-319)
The Measurement of Social Class (p. 322- 326)
Geodemographic Clustering, PRIZM (p. 329) See examples:
Upper Crust, Heartlanders, City Roots (p. 330)
Chapter 11 The Infl
Chapter 9 Communication and Consumer Behavior
Communication is the transmission of a message from a sender to a
receiver via a medium (or channel) of transmission (with)
feedback. (p. 262)
"Basic Communication Model" (262)
Chapter 8 - Consumer Attitude Formation and Change
Whenever we are being asked whether we like or dislike a
product (e.g., a Casio watch), a service (e.g., American
Airlines), a particular retailer (e.g., Macys), a specific direct
marketer (e.g., www.Amaz
Chapter 5 Personality and Consumer Behavior
What is personality?
".those inner psychological characteristics that both determine
and reflect how a person responds to his or her environment." (p.
Personality classification systems - Freudian, Jungian,
Chapter 4 Consumer Motivation
Human needs (wants) consumer needs are the basis of
all modern marketing. Needs are the essence of the
marketing concept. (p. 86)
Marketers do not create needs Successful marketers
define their markets in terms of the needs t
Chapter 3 Market Segmentation
The market segmentation and targeting process is the
identification of distinct segments within a given
market or population, evaluation of each segments
marketing potential, selection of the segments to be
targeted, and the
Chapter 2 Consumer Research
Marketing practitionersrealize that the more they
know about their targets decision-making processes, the
more likely they are to design marketing strategies and
promotional messages that will be attractive (p. 24)
INTRODUCTION to MKT 4093 (Consumer Behavior)
What is this course about?
How does business work (back to basics)?
How does business decide what it will offer for sale?
What is the fundamental function of marketing in the firm?
What is marketings first P?
Marketing Ethics and Social Responsibility
The marketing concept as we know itthat is, fulfilling the needs
wants of target consumer markets customers more effectively than
competitorsis sometimes inconsistent or incongruous with